A survey conducted by Instituto Locomotiva and PwC revealed that 88% of Brazilians have already used some technology or trend applied to retail. The study highlights that purchasing in marketplaces is the most adopted trend, with 66% adherence, followed by in-store pickup after online purchase (58%) and automated online service (46%)
The research also showed that nine out of ten consumers prioritize brands that offer pleasant shopping experiences, practicality in delivery and actions focused on sustainability. Renato Meirelles, president of the Locomotiva Institute, highlights that Brazilians still shop a lot in physical stores, although they prefer to purchase certain products online
Although physical stores remain the most frequent experience, some products already show a predominance of online shopping, varying according to the category. Electronics and various courses have greater adherence to e-commerce, while supermarkets, construction materials and hygiene and beauty products are still more often purchased in physical stores
Parallely, the e-commerce app market is on the rise. According to Adjust's annual Mobile App Trends report, there was a 43% increase in installations and a 14% increase in sessions of virtual commerce apps in 2023. Bruno Bulso, COO of Kobe Apps, states that this growth reflects the increasing preference of consumers for mobile shopping experiences
Latin America stood out by recording an increase in the average time spent per session in e-commerce apps, contrary to the global trend. Furthermore, Shein's leadership in the ranking of the most downloaded apps in the world highlights the need for brands to expand their digital channels to apps
Brazil, classified as the fourth country in the world with the most app downloads in 2023, demonstrates the growing importance of mobile devices in the lives of Brazilian consumers. Specialists emphasize that the omnichannel journey, integrating physical stores and apps, it is a determining factor for the completion of the purchase and consumer loyalty
